Based On The Social Network Analysis Evaluation Of Short-term Interaction With Followers Micro-blogging Marketing

Since the21st century, with the rapid development of technology, the positiveinfluence of the Internet has changed every household. With the development of theInternet, a variety of new social networking tools are changing the way of communicationand the way of life, while micro-blogging is one of the most influential tools. By2013, thetotal number of major Internet companies’ micro-blogging registered users has exceeded600million, landing every day for more than40million. At the same time,micro-blogging users group is China’s Internet use high-end crowd, although this grouponly accounts for10%of China’s Internet users, but they are the customers that mostsensitive to new things and also the highest purchasing power on the Chinese Internet.With the increasingly popular, it has given rise to a new network marketing methods,namely the micro-blogging marketing. Simply, micro-blogging marketing usesmicro-blogging as a marketing platform to increase brand visibility and promotepropaganda, and thus achieves marketing purposes. More and more enterprises begin toexplore how to apply an active role in marketing micro-blogging to form a more effectivebusiness model.The paper presents an AISAS model used to describe the amplification, attenuation ofinfluence and other complex process in marketing process, and the research of usinginfluences and the amount of followers as an index in micro-blogging marketing.Specifically, we present a quantitative relationship between micro-blogging marketinginfluence and followers amounts used in information sharing, evaluation of marketingeffects and adopting social network method to analysis users centrality from pointcentrality, betweenness centrality and closeness centrality. Based on collecting, organizingtrue data of six typical marketing cases in Sina Micro-blogging, we use correlation andregression analysis to verify rationality of the model and give corresponding suggestionsof developing marketing effect by using network topology relationships and searching keynodes.